Case Study

NBA | 33% YoY Fan Growth

NBA

Industry

IP

Platform

WeChat; System

Objective

Community

Background

The NBA sought to deepen engagement with its massive China fanbase beyond one-way broadcasting. Despite strong presence across TV and social, the league lacked a direct, owned platform to interact with fans, reward behaviour, and gather first-party data. Twish was brought in to build an immersive loyalty ecosystem via a WeChat mini-program, gamifying the fan journey across Douyin, livestreams, and offline activations.

Execution

  • WeChat mini-program loyalty hub. Fans earned points through daily check-ins, quiz challenges, event RSVPs, and video watching. Points unlocked badges, ranking tiers, and exclusive virtual gifts.
  • PBL design (Points, Badges, Leaderboards). A full gamified engine incentivised engagement across content, attendance, and sharing—with a backend system to adjust difficulty curves per campaign.
  • Douyin-to-WeChat funnel. Twish designed short-form video hooks and KOL campaigns on Douyin to drive traffic into WeChat H5 registration, capturing first-party fan data and linking fan IDs to program actions.
  • Livestream & match integration. Loyalty mini-programs synced with NBA livestreams for real-time campaigns (e.g., vote MVP, unlock halftime quiz) creating second-screen interactivity.
  • Segmented CRM flows. We tagged fans based on interaction levels and preferred teams, pushing targeted WeCom and SMS campaigns—boosting re-engagement during playoffs or product drops.
  • Campaign visuals & UI. Interface and campaign visuals were customised for mobile-native Chinese fans, maintaining brand equity while prioritising ease of use. See more about fans marketing in China on blog

    • 33%+

    Fan Growth

    2X

    fans LTV

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